Beverages - Alcohol

Beer, champagne, liquor, wine, wine coolers, etc.

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2006 BRONZE

Bud Family Portfolio Management

The Budweiser brand family, which claims to be the most successful brand family in beer marketing, has been under increasing pressure due to the rise of alternative alcoholic beverages. To respond, a third brand was introduced to re-energize the brand family. It led to growth that outpaced the beer industry.

Brand: Budweiser Brand Family
Client: Anheuser-Busch, Inc.
Agency: DDB Chicago
Language: English

2005 GOLD

Don't Sleep

Armed with only $300,000 , we faced a daunting challenge in 2004: build the badness New York brand and elevate sales in a market greatly weakened by local anti-smoking and dancing laws, against competition that spent hundreds of millions of dollars on advertising. the "Don't Sleep" campaign, which urged fellow New Yorkers to join us in taking back the dirty, creative, raw and electric city we love, served as a rallying cry for our target, while increasing distribution by 45% and sales by 104%.

Brand: Rheingold Beer
Client: The Rheingold Brewing Company
Agency: Powell
Language: English

2005 SILVER

Keep Walking

The Johnnie Walker "Keep Walking" campaign was created to catapult the Johnnie Walker brand out of the cliches of scotch category with its corresponding volume decline, and into the broader realm of cultural relevance. By engaging the target consumer in a dialogue about the true meaning of personal progress, Johnnie Walker was able to connect with the lifestyle and mindset of young men in transition. The "Keep Walking" campaign dramatically exceeded expectations by grabbing the target's attention and driving double digit gains in awareness of the Striding Man, while simultaneously significantly increasing the brand's association with the intended key brand benefit, personal progress.

Brand: Johnnie Walker
Client: Diageo
Agency: BBH New York
Language: English